Word Wildlife Fund Canada wants Canadians to drop the heat to help keep the planet cool for National Sweater Day.
The Toronto-based conservation organization is asking Canadians to show their commitment to the planet by turning down their thermostats three degrees and putting on a sweater, Feb. 17.
The event, which is part of WWF-Canada’s climate change program, is a fun way of starting a new dialogue about energy conservation and efficiency, said Zoe Caron, climate policy and advocacy specialist, WWF-Canada.
The organization is relying on its 36,000 plus Facebook members to promote the event through a “sweater yourself” tool designed by DraftFCB that allows users to create a portrait of them wearing a brightly patterned sweater. There are 12 patterns to choose from.
“It’s targeted to everyone in general but we’re seeing a lot of uptick with younger people and that’s part of our strategy of a new way to reach a younger audience,” said Caron of the application, which has been downloaded 1,500 times since it launched Tuesday.
“We know in Canada people under 35 are the most engaged and the most knowledgeable when it comes to climate change and therefore the people most willing to take action,” she said.
WWF-Canada is also driving traffic to the Facebook page through its website, where visitors can also find tips on how to plan a National Sweater Party at home, work or school.
Anyone who takes the National Sweater Day pledge on the WWF site are entered into a draw for Loblaw or Joe Fresh gift certificates.
